During the end of 2022 and moving into 2023, Aloft Hotels were looking to reposition themselves in the hotel marketplace, as well as within the Marriott portfolio. Aloft Hotels was acquired by Marriott Hotels in 2010 but posed direct competition to the already established Moxy Hotels. The challenge given to us was to update the Aloft strategy, visual identity, and move it away from its big sister, Moxy. The work that came to fruition is fun, bold and freely expresses Aloft Hotels desire to be different by design.